Please be informed that the IPA offices will be closed Friday 4th August.
We will respond to you as soon as we return on Monday 7th August.

Aldi: The Like Brands campaign

IPA Effectiveness Awards Case Study 2012

Recession had not helped Aldi sales. Consumers were returning to brands they trusted which Aldi did not sell. The objective was to get back into double figure growth. This paper explains how Aldi applied a martial arts technique - harnessing and redirecting an oncoming force to its marketing communications. The ‘like brands’ campaign was unusual in a number of respects. It targeted Aldi’s least loyal customers and positively endorsed brands that Aldi did not sell, which grew market share by 43% and delivered a ROMI of 14.5:1.

2012 Awards

Prizes

GoldGold Award

Contact the IPA

ABCe audit Offical Webby Awards Honoree (2011, 2013)

Website, membership and content management software by Senior
Creative design by Igentics

The IPA
© 2017 IPA. All rights reserved. No part of this
site may be reproduced without our permission.